21259 Thu, 03/31/2011 - 11:56am
By Andrea Lillo
Now that it has merged with Anotech Intl. to become The Cookware Company, the company formerly known as GreenPan plans to go beyond ceramic cookware into other brands while retaining its sustainability mission.
“We were pioneers,” Wim De Veirman, CEO, told HFN at last month’s International Home + Housewares Show, speaking about its PFOA-free ceramic cookware, which debuted in the U.S. in 2007. But now, “we also want to go into other brands. We are more than ceramic cookware.”
The company has already jumped into other categories, debuting a new entry level cookware line called Green + Life for the mass market at the show. “We like to be copied—it’s the highest form of flattery — but we wanted it done in a decent way, not junky,” De Veirman said about the new line. Ranges include Elite and Profile, both constructed of stainless steel; Gourmet, in hard-anodized aluminum; and Soft Line, of non-stick aluminum and in six colors—blue, green, yellow, black, red and white. The Soft Line range will retail at $79.99 for a 10-piece set.
In addition, the company just signed a licensing agreement with “MasterChef,” the Fox television program with host and chef Gordon Ramsay that has home cooks competing to be the best. Launching in May, the full stainless-steel line will include open stock items and a 10-piece set for $249.
In its GreenPan Essentials group, the company debuted a few specialty items such as the Wonder Wok, which folds away for easy storage. Available in July for $129.99 in blue, black or white, the wok also has a steamer insert that can be used as a tempura rack. With a suggested retail of $99.99, the Twin Pan consists of two frying pans that lock together when making frittatas, or can be used separately. Also at $99.99, the Hot Pot includes a melamine holder to set the cookware into so food stays hot for two hours. All will be available by July.
The beginning of its new cast-iron line also recently hit retail. “Cast iron makes sense in America,” De Veirman said. Through a new joint venture, the non-stick cast iron line is made in Tennessee and is available in black, blue and white colors.